Almost all the UK's additive cheese volumes are sold through supermarkets, nearly two thirds of it at counters. The final consumer will almost certainly be an adult ­ the sector does not attract many children. White Stilton has been used as a base for additive cheeses for 11 years and is increasingly being combined with new additives. "Somebody suggested Stilton with apricots. We didn't think anyone would buy it, but it's one of our best selling lines," says Millway Foods factory manager Bob Thomas. "But you need to ring the changes and follow fashions." The seemingly endless combinations of cheese and flavour varieties project a bold and modern image, attracting mainly female shoppers who prefer to buy small quantities across a wide range. They are predominantly town or city dwellers, with no children at home. "We expect to see more growth in additives now we have better processing of soft fruits, which makes more flavours available," says Long Clawson sales and marketing manager Martin Harris. Combined or layered cheeses offer other possibilities. Ilchester's Somerset Blue is a recent example, layering blue St Agur cheese with Cheddar. {{FOCUS SPECIALS }}

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